Laura Nelson

SAN JUAN — Ad spending on over-the-top (OTT) TV was expected to increase 40% to $2 billion in 2018, with addressable TV spend reaching $800 million, according to Magna. That means spending on addressable TV – with which buyers can use advanced data and return path to more precisely target viewers and households – would represent only […]

SAN JUAN — Spending $52.4 billion to acquire 21st Century Fox would be pretty transformational by anyone’s standards. For Disney, the acquisition a year ago added to an already-broad portfolio of assets, and came right as the company was figuring out a direct-to-consumer SVOD strategy and learning to get to grips with a whole new world […]

SAN JUAN, Puerto Rico—As the industry learns to transact in new and hopefully more uniform ways, Disney is building targeting segments that will ultimately represent the totality of its audiences. It’s a process over which Disney has far more control than, say, reconciling disparities in current digital measurement options. To make audience targeting more mainstream […]